BP’s Social Media Campaign Going About As Well As Capping That Well

BP ca n’t verify its oil leak , but it ’s also get a bumpy time with image restraint .

The company responsible for for the purge oil color leak in the Gulf of Mexico is attracting more of the unseasonable variety of attention by purchasing several red - hot search term – including “ oil colour spill ” – on Google , Bing and Yahoo ’s hunt engines in an endeavor to ensure prominent position of a linkup to a party web page touting the company ’s cleansing efforts .

On the advertised site , workers in bright yellow boot clean a comparatively untaintedbeachin the sun in front of rolling blue waves as a not - oily sea bird struts by . Other photosdepict a different reality .

“ We have bought search footing on search engines like Google to make it easier for mass to regain out more about our sweat in the Gulf and make it easier for people to find central golf links to information on filing title , reporting oil on the beach and sign up to volunteer , ” BP spokesman Toby Odone toldABC News , which break the storey of the keyword buys .

With everyone from President Obama to the humblest Gulf shrimper cursing the company , BP has a desperate need to put the best expression on its on-going efforts as well as to lay the foot for some serious long - term image management . So it ’s not surprising that the embattled oil color ship’s company is buying search keywords , setting up a Facebook page and Tweeting while it also makes the traditional old media motility , which include shirt - sleeved television receiver appearances and hiring former RIAA chiefHilary Rosen .

But rather than help , being see to make the effort to “ make it easygoing for people to find out more about our exertion in the Gulf ” may make matters worse by instead feeding a meme that BP is tone indifferent – more concerned with its reputation than in actually cleaning up those parts of its mess that can still be cleaned up .

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BP did n’t begin its social networking campaign in earnest until one calendar month after news show of the wasteweir broke , recalls David Binkowski of the Word of Mouth Marketing Association . And when it did , the company seems to have been hamstrung by its sound council ’s insisting on not apologizing for or accommodate to having done anything untimely . Those admissions can haunt a company in court , but BP ’s unfitness to apologize has hurt its ability to have an honest conversation , however difficult , with the world – take that ’s what it wants to have .

Then , when BP launched its monumental TV campaign starring CEO Tony Hayward , it was rebuke for spending $ 50 million on that rather than , for deterrent example , Gulf families put out of work by the spill – even though , pardon the expression , that amount is a drop in the sea of its plus .

Hayward – whose British accent does n’t seem to placate Americans as such an accent mark often does here – did n’t help his reason by comment in a TV interview , “ I want my life back . ” He meant it as grounds of how severely he was working on the problem , but critic remind us that the 11 masses give way on the Deepwater Horizon semi would never be beat their life story back . Hayward then had to rationalize .

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BP COO Doug Suttles toldThe Associated Pressthe leak would lessen to a trickle by Monday or Tuesday . The caller then had to pull back on his promise .

Meanwhile , the BP ’s prescribed Twitter feed is overwhelmed by a more popularparody versionthat BP is now being made fun of for trying to get shut down , its low - ranking Facebook page fights several salient “ boycott BP ” groups for attention there , and # oilspill remains a cut matter on Twitter . This war of view has real economic event for BP and its appendage gun post , the latter topic to public demonstrations and an unfitness to buck a premium for their product , according to what Oil Price Information Service chief oil analyst Tom Klozatoldthe Washington Post .

BP ’s late use of societal networking was a problem , but its reliance on advertising to communicate this sort of message may have constituted the incorrect approach .

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“ [ Advertising ] is the right move from an consciousness perspective , but from a conversation perspective , it ’s not the best move , ” said Binkowski . “ I would require there to be a dialog of some kind to give masses more insight into what ’s take place and what they ’re doing . Clearly , they waited too long , and now they ’re playing snatch - up and test to get their subject matter out there . ”

societal medium is a powerful peter , but like the old saying cash in one’s chips , a prick is only as good as the person who wield it . As we look a miracle in the Gulf , BP would be wise not to expect – or go for for – any others .

Image : Flickr / epkes

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